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“Let’s Talk about Physical Activity”: Understanding the Preferences of Under-Served Communities when Messaging Physical Activity Guidelines to the Public

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  • James Nobles

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK)

  • Clare Thomas

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK)

  • Zoe Banks Gross

    (Knowle West Media Centre, Bristol, Bristol BS4 1NL, UK)

  • Malcolm Hamilton

    (Mufti Games, Bristol BS5 6JL, UK)

  • Zoe Trinder-Widdess

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK)

  • Christopher Speed

    (Centre for Exercise, Nutrition and Health Sciences, School for Policy Studies, University of Bristol, Bristol BS8 1TH, UK)

  • Andy Gibson

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK
    Department of Health and Social Sciences, Faculty of Health and Applied Sciences, University of the West of England, Bristol BS16 1QY, UK)

  • Rosie Davies

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK
    Department of Health and Social Sciences, Faculty of Health and Applied Sciences, University of the West of England, Bristol BS16 1QY, UK)

  • Michelle Farr

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK)

  • Russell Jago

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Centre for Exercise, Nutrition and Health Sciences, School for Policy Studies, University of Bristol, Bristol BS8 1TH, UK)

  • Charlie Foster

    (Centre for Exercise, Nutrition and Health Sciences, School for Policy Studies, University of Bristol, Bristol BS8 1TH, UK)

  • Sabi Redwood

    (The National Institute for Health Research Applied Research Collaboration West (NIHR ARC West), University Hospitals Bristol National Health Service Foundation Trust, Bristol BS1 3NU, UK
    Population Health Sciences, Bristol Medical School, University of Bristol, Bristol BS8 1TH, UK)

Abstract

Despite many countries having physical activity guidelines, there have been few concerted efforts to mobilize this information to the public. The aim of this study was to understand the preferences of under-served community groups about how the benefits of physical activity, and associated guidelines, can be better communicated to the public. Participatory workshops, co-developed between researchers, a local charity, and a community artist, were used to gather data from four groups in Bristol, UK: young people ( n = 17); adults ( n = 11); older adults ( n = 5); and Somali women ( n = 15). Workshop content was structured around the study aims. The community artist and/or the local charity delivered the workshops, with researchers gathering data via observation, photos, and audio-recordings, which were analysed using the framework method. All four groups noted that the benefits of physical activity should be included within any communications efforts, though not restricted to health-related benefits. Language used should be simple and jargon-free; terms such as “sedentary”, “vigorous” and “intensity” were deemed inaccessible, however all groups liked the message “some is good, more is better”. Views about preferred mechanisms, and messenger, for delivering physical activity messages varied both between, and within, groups. Recommendations for those working in physical activity communications, research, and policy are provided.

Suggested Citation

  • James Nobles & Clare Thomas & Zoe Banks Gross & Malcolm Hamilton & Zoe Trinder-Widdess & Christopher Speed & Andy Gibson & Rosie Davies & Michelle Farr & Russell Jago & Charlie Foster & Sabi Redwood, 2020. "“Let’s Talk about Physical Activity”: Understanding the Preferences of Under-Served Communities when Messaging Physical Activity Guidelines to the Public," IJERPH, MDPI, vol. 17(8), pages 1-17, April.
  • Handle: RePEc:gam:jijerp:v:17:y:2020:i:8:p:2782-:d:347017
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    References listed on IDEAS

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    1. Huhman, M.E. & Potter, L.D. & Nolin, M.J. & Piesse, A. & Judkins, D.R. & Banspach, S.W. & Wong, F.L., 2010. "The influence of the VERB campaign on children's physical activity in 2002 to 2006," American Journal of Public Health, American Public Health Association, vol. 100(4), pages 638-645.
    2. Bauman, Adrian & Smith, Ben J. & Maibach, Edward W. & Reger-Nash, Bill, 2006. "Evaluation of mass media campaigns for physical activity," Evaluation and Program Planning, Elsevier, vol. 29(3), pages 312-322, August.
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    Cited by:

    1. Rosie Essery & James Denison-Day & Elisabeth Grey & Emma Priestley & Katherine Bradbury & Nanette Mutrie & Max J. Western, 2020. "Development of the Digital Assessment of Precise Physical Activity (DAPPA) Tool for Older Adults," IJERPH, MDPI, vol. 17(21), pages 1-20, October.

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